For over a year now the world has been dominated by Covid-19, with it becoming increasingly harder to imagine life without zoom meetings, face masks or the constant need to sanitise. However, there is light at the end of the tunnel with over 6.5m people having now received their first dose of the vaccine (Sky News) and once a larger number of the population is fully vaccinated and things can reopen again, the events industry will help support and grow businesses of all sizes as well as strengthen the world’s economy.
In a recent article with Exhibition News, Mary Cole, our Managing Director at Skyline Whitespace stated ‘the exhibition industry will be a different space for the next couple of years’, and an element of this change will be the amount companies will be able to spend on exhibiting. One way in which you can work with a more scaled down budget is to purchase reusable, portable exhibition equipment with interchangeable graphics such as our Whitebox Lightboxes. Available in a wide variety of alignments, they can be purchased individually or as a stand package that includes everything you need at an exhibition.
You may also consider designing your own exhibition stand as opposed to outsourcing. If you go down the route of in-house design, there are certain elements to consider in order to produce an effective space that will attract visitors and achieve your business objectives.
1. Planning is everything
What do you want your stand to achieve? What is your stand size and orientation? What type of stand do you have? Where are you positioned in the exhibition hall?
These are the types of questions you want to ask yourself because they will determine your stand layout, features and overall design. Firstly, identifying your objectives is crucial. For example, if your main objective is to increase brand awareness then you may consider incorporating an interactive game on your stand that will attract visitors to your stand whilst informing them about your product or service. Or, if you want to increase your contact list you could exchange people’s details for giveaways.
Your stand dimensions are key as it will dictate your stand’s capacity. A successful design will maximise the available space, no matter the m² or stand type; bespoke, modular or shell scheme. Where you are positioned in the exhibition hall is also important to consider as you’re able to predict the flow of traffic and therefore can position things tactfully.
2. Consider your audience
It’s pretty safe to assume you will be attending a show that attracts a certain demographic or targets a specific industry. It is imperative to identify who you are targeting. Who is it you want to visit your stand? What do you want to communicate to those individuals? How do you plan on engaging with them?
Think about what motivates your audience. You may be launching a new product. If it is food or drink, you will want to offer free samples to encourage stand visitors and as a technique to engage with passing visitors. Demonstrations can also be a very effective tool in generating interest on and around your stand and offers your potential customers a unique insight into a product they may be interested in.
We had the pleasure of working with Huel on their stand at Lunch! 2019 to launch their new meal replacement product. We knew they wanted to target people who have a busy schedule and need on-the-go or quick meal alternatives that are still packed with valuable nutrients. We achieved a space where they could effortlessly interact with visitors, draw people in with their fully stocked fridges and offer free samples efficiently.
3. The importance of branding
Last but not least, branding. The purpose of an exhibition stand is to bring a brand to life – every design decision should converse your brand’s identity and voice whilst encouraging visual and hands-on engagement.
Forbes distinguishes that the difference between a brand name and a brand is objectivity. Your brand name is fixed, people can see it. However, your brand only exists in someone’s mind. So, the way in which you visually represent your name and illustrate branding is imperative for show visitors to understand who you are and what you do. You want your stand to be bold, creative and eye-catching but this should not come at the expensive of consistent branding.
It may take a few years to fully rebuild the event industry but with many exhibitions scheduled to take place late 2021, now is the time to start planning your next project.
If you’d like to speak to a member of our team about your stand requirements, feel free to contact us here today.
For more of our tips on how to design an exhibition space and stand, check out related articles here.